Transcription
SHOP NOWPAID SOCIAL 101:UNDERSTANDINGADS, ENGAGEMENT,AND ROI
PAID SOCIAL 101: UNDERSTANDINGADS, ENGAGEMENT, AND ROIA paid social strategy is thecornerstone of successful socialmedia marketing today. These days,your organic content often isn’t seenby your entire community. In manycases, paid social ads are the onlyway to actually get ROI from social.track the cost and ROI of each click,and see clear across everytouchpoint in the funnel all the waythrough to conversion.So how do you implement a paidsocial strategy? It’s equal parts artand science. You have to be creative.To give you an idea, on average,You have to be fun and original. Andorganic tweets now only reach around you have to test, track and optimize10% of followers. A Facebook pageeverything accordingly. When donewith over a million likes only averages right, you can mold your paid socialaround a 2.27% organic engagement strategy into a well-oiled machine thatrate. Hard to believe, right? That’schurns out the results you’re lookingwhere a paid social strategy can help. for, every time.Using paid social can solve decliningengagement and help quantify thevalue of social media. It also allowsyou to strategically target consumers,IntroductionPaid Social 101: Understanding Ads, Engagement, and ROI2
In this guide, we’ve rounded up all of the tips and tricks you need to getstarted with your paid social strategy across all the major social channels.Read on to learn:How to identify which networksare right for youHow to set up & optimizecampaigns for eachsocial networkTried-and-true strategies fromthe expertsIntroductionPaid Social 101: Understanding Ads, Engagement, and ROI3
TABLE ofCONTENTS01How To Find The RightPaid Social Channel0502Facebook Ads2503Twitter Ads3204Instagram Ads3805LinkedIn Ads44
01HOW TO FIND THE RIGHT PAIDSOCIAL CHANNELIt seems like every day socialchannels are adding new ad formatsand paid offerings. There’s FacebookCarousel Ads, Snapchat ads betweenstories, Twitter’s emoji ad targeting With all of these options and anoften limited budget, how’s a marketerto choose?As you begin integrating more paidsocial into your marketing strategy,it’s important to give thoughtabout where you spend youradvertising dollars.Start With These ThreeQuestionsHere are three questions to ask whenyou first set out to find the right paidsocial channels for your business:Table of Contentsf5
01 Who’s My Perfect Customer?First things first, who are you trying to reach? Demographiccharacteristics such as age, gender, profession and location varygreatly from channel to channel. Each social media network hasits own unique niche and purpose.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI6
02 What’s My Budget?Your overall paid social budget willdetermine how many channels youshould advertise on and which oneswill give you the most bang for yourbuck. Most social media platformscharge per engagement, whether it’sa click or impression.To calculate your budget, you’llwant to work backwards from yourgreater marketing budget and factorin other initiatives you will be runningfor the quarter or year. It’s likelyyour business goals, time of yearand expenses will factor into thesecalculations as well.“The most important thing to thinkabout when it comes to paid socialmedia exposure is that the moreengagement you get out of yourinitial post, the more money you save.What I mean by this is that if youreach a large audience with your paidpost and pique their interest, they’relikely to organically share it with theirfriends.” - Brandon Howard, All MyWeb NeedsHow To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI7
3 What Type of Content Am ISharing?The type of product you sell andthe audience you’re trying to reachwill influence the type of contentyou produce. Visual content is allthe rage these days - content withrelevant images get 94% moreviews than content without. Videonow dominates on Facebook Facebook native video engagementis 97% higher than Youtube and 75%higher than Instagram. Meanwhile,infographics get the highest clickthrough-rate on LinkedIn, more sothan any other channel.Evaluate What EachChannel Has To OfferWe’ve done an analysis of thebenefits and drawbacks of each majorsocial channel to help you get started.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI8
FacebookDemographicsWorldwide, there are over 2.19 billionmonthly active Facebook users.Not only is this a huge audience totap into, but age and income showthat these users also have a lot ofpurchasing power. 78% of the adultonline population is on the platformand 77% of users have an annualincome of over 75,000.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROIf
ProsFacebook’s Power Editor allows youto get really granular with FacebookAds. You can target by location,demographic, interests and lifeevents. For instance, you can filterfor users who recently got married orstarted a new job.a single ad unit to tell a fuller story.The interactive Canvas ad formatallows users to engage with imagesby swiping, tilting and zooming inand out.Last but not least, it doesn’t costmuch to get started on Facebook.The minimum daily spend is 1.00.The editor even lets you targetconnections, such as friends of those While you’ll likely need to spend morethan that to see results, it’s still a fairlywho like your page.accessible channel for businesses ofYou can slice and dice however yousee fit to make sure your paid content all sizes.always gets in front of the bestpossible audience.Facebook Ads support a range ofmedia formats so you can get reallycreative. Try experimenting withimages and video in the new adformats. Facebook Carousel allowsyou to add 3-5 images and links withinHow To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI10
ConsPaid post ads have a 90 characterlimit, so you do have to choose yourwords wisely.While Facebook also offers CTAbuttons to help you drive homeyour message.There are seven CTA buttons toTo encourage higher quality ads,make sure they contain less than 20% choose from:text. Studies suggest that if you useBook Nowmore text than that your engagementwill likely start dropping off.Contact UsUse AppPlay GameShop NowSign UpWatch VideoHow To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI11
TwitterDemographicsTwitter is most popular with the under50 crowd and skews more heavilytowards male users. Urban andsuburban areas are also more activeon Twitter. Only 29% of Twitter userscheck their account more than oncea day. This is an important fact tounderstand when creating your paidsocial strategy.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI
ProsConsYou can generate quick leads usingTwitter’s Twitter Cards or PromotedTweets. This can be especially usefulwhen you’re trying to trendjack.Twitter’s Lead Generation Card makesit easy for users to share their emailaddress and sign up for your emailnewsletter or become a member.Twitter’s stats dashboard is fairly highlevel, so you will want to complimentit with other tracking tools to get afuller picture of how engagementcompares. Use Bitlinks in your poststo get more insight into contentperformance at both an individualtweet level and channel view. Bitlycan also provide a transparent viewinto how each campaign performsacross Twitter and beyond so you cancompare results cross-channel.Twitter users can engage with yourpaid content just as they would anorganic tweet. So if they retweetyour paid ad, their followers will seeit too. Twitter does not charge for thisextra engagement.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROITwitter’s native ads share the lookand-feel of an organic tweet and areshared right in the feed. Since userstweet as they go, it can be really easyfor paid content to get lost in thenoise. Twitter does offer left-hand sideads, but it’s pretty costly.13
InstagramDemographicsWith now over 700 million monthlyactive users, Instagram is the secondlargest social media network behindFacebook. More than half of onlineadults ages 18 to 29 useInstagram and it’s most heavilyused in urban areas.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI14
ProsConsPrimarily a mobile social network,Instagram is made up of thousandsof niche communities andfeature accounts, which aregalleries dedicated to highlightinga specific topic.Instagram Ads are currently managedthrough Facebook’s Power Editor. Thismeans that marketers have to eitheralready be familiar with Facebook’spaid platform or learn how to work anadditional platform.Historically, ad recall fromSponsored Ads on Instagram is 2.9times higher than Nielsen’s normsfor online advertising.Unless you are posting throughFacebook’s Power Editor, posting isstill limited to the mobile app, whichmeans you have to either manageall your ads via mobile, or use acombination of desktop and mobile tomanage your Instagram presence.Instagram Sponsored Ads are native,which means they’re incorporatedinto the content and user experience.Users are more likely to engage withthe content if it looks authentic.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI15
LinkedinDemographicsThere are 500 million active userson LinkedIn. The average LinkedInuser is between 30 - 49 years old andholds a college degree.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI16
ProsConsLinkedIn is a goldmine for B2Bmarketing. At 500 million plususers, LinkedIn is the world’s largestprofessional network. It’s the channelwhere you’re most likely going to beable to target heavily by professionaldemographics such as job title,function, industry, company sizeand seniority.LinkedIn’s Campaign Manager has alot of minimum requirements and canbe costly for smaller businesses toget started on. The minimum requiredaudience size is 1,000, the minimumcost to advertise is 2 for both CPCand CPM and the minimum dailybudget is 10.LinkedIn is also one of the lastsocial media channels to hop onthe remarketing bandwagon, withLinkedin Lead Accelerator. Sinceit’s still fairly new, there may not beas many resources and use casesto reference.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI17
SnapchatDemographicsThis disappearing message app hashistorically been known as a platformfor teens, but in the past few yearsit’s been starting to age up. Thereare currently 191 million daily userson Snapchat and 65% of those userscontribute content, meaning everyoneHow To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROIon the platform is very engaged.Using Snapchat’s paid ad tool,Discover, you can easily accessthis audience.18
ProsEven as Snapchat is aging up, it’s agreat place to speak to millennials.The Snapchat audience is digitallysavvy and hungry for content. Sinceit’s still an emerging platform, it’s agreat place to experiment with newcontent or strategies. “It’s not as highprofile as Facebook or Twitter wherepeople scrutinize every word and youhave to represent the brand,” saysDavid Berkowitz, CMO of MRY.Snapchat has doubled down on adformats this year, rolling out a seriesof ads that include conversion drivingCTAs. These formats include listicles,app-install ads, live stream and more.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI“Reaching users organicallythrough Snapchat is a timeconsuming process, and it’shard to prove ROI. Fortunately,Snapchat’s On-DemandGeofilters allow businessesof all sizes to try Snapchatadvertising for as little asfive dollars (and the cost ofdesigning a geofilter). Nowanyone can use geofilters totarget local colleges, the foodcourt at the mall, or even acompetitor’s store.”Roy Harmon,Director of Marketing,Such Ads!19
ConsRates for Snap ads currently start at 3,000/month.Many marketers still strugglewith tracking and measuring ROIfrom Snapchat and building onengagement post-snap. We’veseen brands use Bitly Campaigns tooptimize their Snapchat strategy. KINDfound a way to see if people clickfrom Snapchat to a promotion just byusing Bitlinks. During a spring sale,the brand drove followers to purchaseon their landing page by including aBitlink and promo code. Using BitlyCampaigns, KIND was able to trackSnapchat performance and see howit stacked up against other channelslike Instagram, Facebook and email.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI20
SavePinterestDemographicsPinterest’s user base is primarilyfemale. The number of female usersis almost triple that of men. Pinterestusers are also mostly under 50.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI
ProsConsPinterest’s platform is inherently builtoff showcasing things that peopleadmire or want to buy. Researchshows that 93% of Pinterest users usethe platform to plan purchases.The best performing frequency forPinterest is 15-30 pins a day. Soif you want to support your paidcontent by building out your brandon the platform, it’ll take a lot of visualcuration.Pins have a greater reach and alonger lifespan than a lot of othercontent on other popular socialchannels. Pins are 100 times morespreadable than a tweet and the halflife of a pin is 1,6000x longer than aFacebook post.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROIPinterests’ niche demographiccan also be a challenge. The mostpopular Pinterest topics are fashion,home decor, cooking, and lifestyle. Ifyour business falls outside of thesecategories, it can be hard to buildengagement.22
But Above All, Listen ToYour NumbersThere’s no one size fits all solution tofinding the right social channel. Everybusiness is slightly different and thelandscape is always changing. Evenafter you find the right channel, you’llwant to continue to test to make themost of your paid social strategy.We’ve seen many companies use Bitlyto optimize their paid social content.Some A/B test images and copy in aseries of ads, others track strategiesthat work in organic content and carryit over to their paid efforts.The Social Quant, a tech companywith a platform that helps clientsbuild engaged Twitter audiences,uses Bitlinks to A/B test their CTAson social.How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI“Bitly allows you the opportunity toeffectively test different copy tosee what gets more clicks andwhat’s a complete dud,” saysCEO Mike Kawula.Kawula and his team regularly testscopy and visuals across differenttweets to see which combinationdrives the most engagement aroundtheir blog posts.23
“We’ll send 3-4 tweets the day a postgoes live to see what gets the mostclicks,” Kawula explains. “We reviewthat data the next day and take themost clicked tweet and put it in abucket of tweets that gets tweetedconsistently.”By keeping the blog post constant butusing different Bitlinks, Social Quantis able to see which CTA resonatedmost with their audience. And A/Btesting just on Twitter alone has paidoff big.don’t get caught up with testing tobeat the algorithm or to stay withinyour budget. Like organic social,authenticity is key when it comes topaid social. Your relationship with yourcustomers will ultimately drive youtowards the right social channels.Social Quant, Inc. @TheSocialQuantLimited Time! Increase your Followers,Engagement & Leads from #TwitterFree 14-Day Trial: bit.ly/1h3583pvs“This data helps us maximize ourTwitter marketing and has helpedour startup get over 25,000 visitors amonth just from Twitter,” Kawula says.Social Quant, Inc. @TheSocialQuantWatch your #Twitter followers count,retweets, visibility & profits take off:bit.ly/1h3583p #SocialMediaOne last note we’ll leave you with:How To Find The Right Paid Social ChannelPaid Social 101: Understanding Ads, Engagement, and ROI24
02FACEBOOK ADSfFacebook is the largest social media network in most major markets, bothwhen it comes to organic user engagement and the average paid socialstrategy. It’s the leader in social referral traffic and social commerce, driving85% of all social commerce orders. The average American spends 40minutes a day on the platform.Facebook Ads are getting even more important. Organic reach is dropping,with some posts reaching only 12% of your total fans. Facebook’s algorithmfavors advertisers with strong content and lowers the visibility of weakercontent. To connect, engage, and convert on Facebook, you have to createa paid social strategy with targeted Facebook Ads. Check out how to fitFacebook Ads into your paid social strategy in five steps.Table of Contents25
x201 Target,Target, TargetOne of the biggest things to keep inmind when it comes to Facebook Adsis targeting. Honing in on who you’recommunicating with, when you’rereaching them, and where, is a smartway to create a budget for paid socialand optimize your reach.Facebook AdsPaid Social 101: Understanding Ads, Engagement, and ROI“Before youeven think aboutgetting started,you need toknow who you’regoing to target.”26
Facebook Ads run off a biddingsystem. Facebook hosts a limitednumber of ads at any given time andadvertisers must bid for the relevantaudience against others in the lotterysystem in order to secure a position.The placement will go to the highestbidder.To bid, you submit the highest amountyou’re willing to pay per impressionor click. Your bid will run until you hityour maximum budget. This could be .30 per impression or 10 per click.Facebook will always chargeyou the lowest amountpossible to winthe bid.Because you’re payingper engagement, you wantto make sure you get the most bangfor your buck by getting your contentFacebook AdsPaid Social 101: Understanding Ads, Engagement, and ROIto the most targeted audiencepossible. Facebook Ads allows youto get really granular, offering a rangeof segmentation such as age andgender, interests, behaviorsand connections.f
02 Building Your PaidSocial AudienceFacebook Ads are a great way toreach new audience groups andthey’re also a powerful way ofkeeping your existing audienceengaged.At Bitly, we do a lot of retargeting,where we serve up Facebook Adsbased on a user’s previous actions.Let’s say we noticed you werereading about Facebook Ads. Whenit comes time to post, we would likelyshare an ad for a paid social webinarinstead of a mobile webinar ad onyour Facebook feed.For us, Facebook Ads havegenerated new leads and built brandawareness. We’re generally focusedon creating educational eBooks andwebinars (like this Paid Social 101Facebook AdsPaid Social 101: Understanding Ads, Engagement, and ROIFacebook allowsyou to targetpeople similar toexisting audiences- so it’s not onlypeople you haven’treached before, butit’s people who mayknow about yourbrand already ormay be visiting yourwebsite you canget really granularwith as well.webinar), that speak to customers’and potential customers’ pain points.28
CARNIVAL503 Finding Your MediumThe two most popular Facebook Adsare the news feed and right-hand sideads. The news feed ad looks like anorganic post within your feed, whilethe right-hand side ad is the small boxon the side of your main feed.In addition to this, there are alsoBoosted Posts, which expand thereach of an organic post in thenews feed. You can target eitherFacebook AdsPaid Social 101: Understanding Ads, Engagement, and ROIfans or friends of fans with thisexisting content. This is a great wayto promote user generated content(UGC). Afterall, 93% of consumersfind user-generated content helpfuland 85% trust content generatedby others more than they trust thecontent produced by brands.29
04 Storytelling ThroughRich MediaNative videos, videos that aredirectly uploaded to Facebook,have a greater reach than any othertype of post on Facebook. In fact,they perform better than videoson Youtube, Vimeo and Vevo. Thismeans that beyond sharing neatvideo content from other brands, youhave to post original video content.fOver the past few years, Facebookhas made a big push towards videoand other rich media formats withFacebook Live and Sequenced Ads.Experimenting with these ways ofstorytelling can keep your audienceengaged.LIVEFacebook AdsPaid Social 101: Understanding Ads, Engagement, and ROI30
05 Tracking ConversionsJust as important as the content ismeasuring and tracking success.Bitly’s OneView tool shows you amacro view of your micro efforts inFacebook and across other channels.At Bitly, we use a mix of Bitly,Salesforce Parameters and UTMparameters to track conversion.You can couple this with a Facebookpixel that tracks a certain action orevent such as “check out, “sign up”or purchase to track from a cost-perlead perspective within the FacebookPower Editor. We also use GoogleAnalytics to track more middle andbottom-of-the-funnel traffic. With allthree together, we’re able to trackclicks, traffic and conversions.Facebook AdsPaid Social 101: Understanding Ads, Engagement, and ROIAs one of the largest social platformsin the world make sure Facebook is abig part of your Paid Social Strategy.Learn to use this channel well and youwill quickly be on your way to creatinga successful paid social program.“Are my adsconverting?That’s the cruxof why we’redoing ads in thefirst place.”31
03TWITTER ADSOn a channel where you only have140 characters to convey yourmessage, every word counts. Youonly have so much room to convinceyour followers to learn more, shopor download. Twitter’s brevity canbe a challenge for marketers. So,here’s how to kick off your Twitter Adsstrategy in five easy steps.Table of Contents32
Step 1 Set Up Your Campaign & TwitterAudience PlatformAt Bitly, we find a lot of success withretargeting ad campaigns. This iswhere we serve up content that’spersonalized to users based onprevious actions they’ve taken. Ourgoal is to drive them back to ourwebsite and ultimately convert.When we first set up a campaign, wechoose “start immediately and runcontinuously.” This ensures that thecampaign only ends when the budgetis maxed out. This gives us the abilityto track and optimize the copy andcreative as it goes. You might evenwant to test time of day and day ofweek, to make sure your content getsin front of your audience and sticks.Twitter AdsPaid Social 101: Understanding Ads, Engagement, and ROI“Always updatethe ads that you’rerunning on Twitter,especially sincepeople see it andthen move on.”In the past, we’ve tested a fewvariables, from time of week to copyand images, and have found successwith follower targeting where wetarget users similar to those that arealready following us.33
SHOPCHEMEXStep 2 Conversion TrackingTwitter has a tracking pixel that allowsyou to see the actions users takeafter click. With the pixel, you cansee how users are converting afterthat first touchpoint - whether they’repurchasing, downloading, signing upfor your service or more. You’re evenable to see users who interacted withyour Promoted Tweet on mobile, wholater came back to visit your websiteon a computer.Twitter AdsPaid Social 101: Understanding Ads, Engagement, and ROITo set up this tracking pixel, all youneed to do is add a snippet of Twittercode to a page on your websitewhere the conversions take place.In our case, we’re using the pixel totrack users who interact with our adand then fill out the form to downloadour ebook.34
Step 3 Select Your AudienceWhen selecting your audience,consider your budget. Generally,the larger your scope of reach, thegreater the cost and the loweryour probability of getting someoneto click.Like Facebook, Twitter has a rangeof filters that can help you narrowdown on an audience group that willgive you the most bang for your buck.In the Twitter Ads editor, you cantarget by language, gender, interests,keyword and more.Twitter AdsPaid Social 101: Understanding Ads, Engagement, and ROIFor us, running a retargetingcampaign, we’ll select our tailoredaudience here. We have a fewaudience groups that we havepreviously set up through ourtracking pixel, including Bitly users,website visitors and those who havepreviously filled out a lead form.35
Step 4 Set Your BudgetWhen setting your budget, alwaysstart on the lower end. Twitter allowsyou to tweak your campaign as it runs,so test it out at a minimal cost. Wechose a bid just a little under Twitter’ssuggested range. If you find thatyou’re not meeting your daily budget,continue to increase your bid until youfind that sweet spot.This prevents you from running out ofbudget too early in the campaign. Italso ensures that you’re able to reacha good range of users over a longerperiod of time, because some peoplemight not check Twitter every day orat the same time each day.Step 5 Choose Your CreativeLast is perhaps the most fun part ofcreating a Twitter ad: the creative.Here, you can create a new tweet orselect an old tweet to promote.At Bitly, we’ve found that WebsiteCards are really great for drivingengagement. Cards include a largeTwitter AdsPaid Social 101: Understanding Ads, Engagement, and ROIfeatured image and a CTA buttonwhere you can directly capture emailaddresses or drive app installs.
Why Twitter Ads Are So PowerfulTwitter PromoteThere’s also another, newer way touse Twitter too. It’s called TwitterPromote Mode. The idea is prettysimple. For just 99 a month, Twitterwill automatically promote your tweetsaccording to your preferred audience.All you have to do is tweet as usual,and if your tweets meet Twitter’squality requirements, they will bepromoted to your selected target.Twitter is claiming you will reach30,000 additional people and gain 30followers each month.Twitter AdsPaid Social 101: Understanding Ads, Engagement, and ROIMore marketers are turning to TwitterAds than ever before. That’s probablybecause Twitter is a conversationalplatform. Brands are able to insertthemselves into real-time eventsor trends unfolding on the channel.And users are able to engage withPromoted Tweets just as they wouldorganic tweets from their friends.So, as Twitter continues to evolvetheir ad offerings, paid storytelling onthe platform will only get even morepowerful.37
04INSTAGRAM ADSMany advertisers are now shiftingtheir budgets towards InstagramSponsored Ads. With 95 millionphotos and videos generated daily onthe platform, brands are eager for aslice of the social commerce pie.The secret is, Instagram is easy. Youdon’t need professional equipmentor an enormous budget to get startedwith Instagram Sponsored Ads. “Youraudience doesn’t want perfection,Table of Contentsthey justwant to know thatthey’re understood.”says Samantha Jayne,Instagram influencer andauthor of “Quarter Life Poetry.”So jump right in and connect.We’ve rounded up five steps togetting the most hearts for yourdollar out of your next InstagramSponsored Ad.38
01 The Anatomy Of An AdInstagram Sponsored Ads are sopowerful because they’re native,which means they blend right into thefeed as users scroll without disruptingthe experience.Prachi Mishra, Head of ProductMarketing at AdRoll, one of the firstcompanies to work with Instagramand brands on paid ads, dissects theanatomy of a Sponsored Ad below:Instagram offers a range of call-toaction buttons for their paid posts,including “Learn more,” “Download,”“Install Now,” “Shop Now,” “Sign Up,”“Buy” and more. Since organic postsdon’t allow clickable links, it can bevaluable paying for this CTA to helpmaximize conversions.Instagram AdsPaid Social 101: Understanding Ads, Engagement, and ROI39
02 Powered By FacebookInstagram Sponsored Ads are runthrough Facebook, and can be set upthrough Ad Creation, Power Editor orthe Facebook Ads API. This gives youaccess to the full suite of targetingfeatures, so you can filter by audiencedemographics such as age, gender,and interests. As with most paidsocial channels though, Instagram issecretive with how much it costs toadvertise on the platform.03 Business InsightsFor smaller businesses or those whoaren’t ready to invest in SponsoredAds just yet, Business Insights canbe a good introduction to the paidoffering.Instagram AdsPaid Social 101: Understanding Ads, Engagement, and ROIKANJAM40
Business Insights is Instagram’ssolution to making advertising moreaccessible for small to mediumbusinesses, but it’s simple, mobile-firstinterface can also be great for biggerbusinesses looking to run quickcampaigns on the go.Business ProfilesThis is a free feature for brands whohave business profiles on Instagram.Brands can give followers four optionsto get in contact with them: call, text,email or directions to the nearestlocation.InsightsInsights gives marketers a quickand easy view of who’s engagingthe most, when they’re engagingand which content is resonating themost. It also digs deeper into followerdemographics such as gender, ageand location.41
PromoteSHOP NOWNow you can turn a trendingorganic post into an ad right withinthe Instagram app. Simply pick apost that’s been generating a lotof engagement and add a CTAbutton and target audience, or allowInstagram to suggest an audience.04 Pass The MicFor smaller businesses or those whoFind your niche and partner withinfluencers to create more awesomecontent for like-minded users.drive more engagement. Up to 90%of shoppers say User-GeneratedContent holds more influence overtheir decisions than even searchengine results!Brands should consider partneringwith influencers who are plugged intothese communities to further amplifytheir reach. User Generated Content(UGC) is pr
Paid Social 101: Understanding Ads, Engagement, and ROI 2 PAID SOCIAL 101: UNDERSTANDING ADS, ENGAGEMENT, AND ROI A paid social strategy is the cornerstone of successful social media marketing today. These days, your organic content often isn’t seen by your entire community. In
